Unsolved Mysteries: Who Killed Marketing and Sales Alignment?

1. Nate Skinner, VP of Product Marketing, Salesforce Pardot
Unsolved Mysteries
Who Killed Marketing and Sales Alignment?

2. Field Account Rep
2000
The Start of a Rocky Relationship
Marketing Manager
2009
VP Product Marketing
Present

3. The Blame Game
Marketing Sales
“Your leads are
falling through
the cracks”
“You’re not
qualifying
MQLs”
“You’re not
following up
fast enough”
“Bad leads”
“You’re not
paying
attention to our
segment”
“You don’t
understand our
pain points”

4. The Crime Scene
The love between marketing and sales has died

5. The Suspects
People: Sales, Marketing,
Operations
Charge: Lack of
communication & visibility,
misaligned goals
Motive: Ego, resentment
Alibi: Smart, capable
employees
Processes: Rules of
Engagement
Charge: Poor hand and off
between sales and marketing
Motive: Static, inflexible rules
Alibi: Structured for success
Technology: MarTech 5000
Charge: Too many products
and subscriptions
Motive: Keeping up with the
latest and greatest, poor
evaluation process
Alibi: Bought them all for a
reason at some point

6. People: The Evidence
EVIDENCE CARD
CLAIM 1: Marketing was measuring MQLs and pipeline generated
CLAIM 2: Sales was measuring ACV and closed-won opportunities
THE FACTS: ● Not looking at the same numbers
● No collaboration
● No way to align on metrics

7. Processes: The Evidence
EVIDENCE CARD
CLAIM 1:
Marketing had no visibility into what happened with leads after they
were handed off to sales
CLAIM 2: Sales didn’t like any of the leads marketing was generating
THE FACTS: ● Rules of Engagement weren’t clearly defined
● Leads weren’t being scored or graded
● Lack of alignment on what determined a “qualified lead”

8. The Technology on Trial
EVIDENCE CARD
CLAIM 1:
Marketing AND sales kept purchasing the latest and
greatest technologies
CLAIM 2: No awareness into depth and breadth of tech stack
THE FACTS: ● Issues with data cleanliness and visibility
● No way to integrate across tech stack
● Too many licenses, not enough users

9. The Suspects I

10. The Support Group

11. Tracy Eiler
People
Sales and Marketing aligned across a single
unified platform experience
Processes
Pardot’s native Salesforce integration provides
the fastest sync times in the industry and
unlimited API calls
Technology
InsideView’s marketing team can now build
entire campaigns from scratch in less than half
the time it previously required
CMO, InsideView
50%
Time Savings
1,000%
Frustration Reduction